The aim of this paper is to explore the influence of consumer‐generated representations on
symbolic brand meaning. The term consumer‐generated representation is used in this …

Consumer perceptions and consumer motivations are complex and whilst it is
acknowledged within literature that heterogeneity exists, homogenous models dominate …

The standardization vs. adaptation choice of international brands should no longer be seen
as dogmatic nor as a rigid dichotomy. Instead, it should be regarded as a combination of …

RESUMO O objetivo do estudo foi investigar reações à alta densidade de loja, relacionando
percepção de crowding a emoções e satisfação do consumidor em países com diferentes …

Auf breiter empirischer Basis werden in diesem Beitrag vier verschiedene Typen von
Beziehungen ermittelt, die zwischen Konsumenten und Marken bestehen, nämlich „beste …

As a result of increasing multiculturalism within countries, even traditionally domestic
marketers are beginning to experience similar environmental conditions that were once …

The film industry in Nigeria, Nollywood, is undoubtedly popular among the Nigerian
audience and some parts of Africa. The sustainability of this popularity vis-à-vis the …

Consumers exhibit various characteristics that influence their selections. When comparing
domestic available foods to import foods, consumers assert bias and discretion for several …

Korean Wave tidak hanya sebagai representasi budaya saja, kini Korean Wave menjadi
ujung tombak perkembangan pariwisata Korea Selatan. Penelitian ini bertujuan untuk …

This qualitative virtual ethnographic study of the perception of marketing messages in the
marketing of higher education services uses Hofstede's cultural dimensions theory to …